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Conversion Theory — The Disproportionate Influence of Minorities

Conversion Theory — The Disproportionate Influence of Minorities

While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Alternative Facts and the Science Behind What People Believe

Alternative Facts and the Science Behind What People Believe

People want to believe — despite being proven wrong. In a world of 'alternative facts,' many fall victims to psychological delusions.
The Engagement Pyramid, the 1/9/90 Rule, and the Interest Group Model

The Engagement Pyramid, the 1/9/90 Rule, and the Interest Group Model

Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.
Jerry Silfwer is an awarded freelance consultant specialising in digital strategy and public relations. Based in Stockholm, Sweden.

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